For hospitality businesses aiming to attract local residents in the UK, a tailored hyperlocal marketing strategy is essential. By focusing on the unique preferences and habits of the local community, these businesses can cultivate a loyal customer base. Here’s how to effectively implement hyperlocal marketing strategies:
1. Optimise Your Google My Business Listing
Ensure your establishment’s Google My Business listing is fully optimised with up-to-date information, including high-quality images, opening hours, and services offered. This is crucial for appearing in “near me” searches, which are commonly used by local residents looking for dining or nightlife options.
2. Localise Your Content Marketing
Create content that resonates with the local community. This could include blog posts about local events, collaborations with other local businesses, or features on locally-sourced ingredients. For example, a restaurant in Manchester might highlight its use of produce from nearby Lancashire farms, while a London nightclub could promote events featuring local DJs or bands.
3. Utilise Hyperlocal Keywords
Incorporate neighbourhood-specific or landmark-related keywords into your website and marketing content. For instance, using terms like “cocktail bars near Shoreditch High Street” or “best restaurant by the River Thames” can help improve your visibility in search results for locals exploring options in those areas.
4. Create Dedicated Landing Pages for Each Location
If your business operates across multiple sites, it’s beneficial to have a separate landing page for each location. This allows for more targeted content and SEO optimisation for each area, improving the relevance of your website to local searchers.
5. Engage in Location-Based Advertising
Digital advertising platforms like Facebook, Instagram and Google offer options for targeting ads to users based on their proximity to your business. This can be particularly effective for promoting special offers, events, or new menu items to local residents within a specific radius of your location.
6. Encourage Customer Reviews
Positive reviews from local patrons can significantly boost your establishment’s reputation and search ranking. Encourage satisfied customers to leave reviews on platforms like Google My Business and TripAdvisor. Sharing these reviews on your social media channels or website can further enhance your credibility among the local community.
7. Out of Home (OOH) Advertising
Consider investing in OOH advertising in areas with high foot traffic to increase brand visibility among local residents. Posters, bus stop ads, or flyers in local community centres or high street shops can capture the attention of passersby and reinforce your presence in the local area.
8. On the Ground (OTG) Marketing
Connecting with other local businesses for cross-promotions or collaborative events can lead to higher visibility, larger group bookings and long term relationships. Consider hosting networking events or mixers to create these relationships with other local business owners and community members or go out and introduce yourself – in person!